STOCKHOLM, Friday 20 September - LEADING international health experts today backed the European Commission’s call for a tobacco-free generation by 2040 while pointing out that Sweden has already cultivated multiple smoke-free generations through its pioneering harm-reduction strategies.

Sweden has seen an extraordinary 55% decline in smoking rates over the past decade by making safer alternatives to cigarettes - such as snus, modern oral nicotine pouches and vapes - acceptable, accessible and affordable.

In a global benchmark, Swedes are now set to be officially declared as smoke-free later this year.

Dr Delon Human, harm-reduction advocate and leader of Smoke Free Sweden, said: "Sweden's model is a testament to the power of offering safer alternatives to smoking.”

“By making safer alternatives accessible and socially acceptable, Sweden has been able to drive down smoking rates more effectively than any other country and years ahead of target.

“Sweden is way ahead of the game and its approach should serve as a blueprint for the rest of the European Union as it strives for a smoke-free generation by 2040, as well as for the wider world.”

The impact of Sweden’s harm-reduction strategy is remarkable. Compared to the rest of the European Union, Sweden now has:

• 44% fewer tobacco-related deaths
• A cancer rate 41% lower
• 38% fewer deaths attributable to any form of cancer

“These extraordinary statistics demonstrate the long-term benefits of harm-reduction strategies, which prioritise reducing the harm caused by smoking through innovative alternatives,” said Dr Human, who has acted as adviser to three directors-general of the World Health Organization and to the UN secretary-general on global public health strategies.

Later this year, Sweden is expected to officially be classified as ‘smoke-free’ with its smoking rate falling below the 5% threshold.

“This milestone represents a significant victory in public health and has already created a ripple effect among the young,” Dr Human said. “Today, only 3% of Swedes aged 16-29 smoke, signalling that Sweden’s progressive approach has already produced an entire smoke-free generation.

“Smoke Free Sweden encourages EU member states to adopt Sweden’s model of making safer alternatives to smoking widely available. Sweden's achievement is proof that a smoke-free Europe is within reach, and that proactive harm-reduction policies can save millions of lives.”